The 2024 Paris Olympics kicks off in 29 days, and X is using the opportunity to promote potential brand partnerships around the event.
X says that based on past data and an increase in discussions about a wide range of sports within the app, it plans to host more Olympic discussions than ever before, which could be a great opportunity for marketers to connect with this passionate audience.
According to X:
“The world’s most iconic sporting event, the 2024 Paris Olympic Games, kicks off on July 26th. If there’s one thing we can say from recent sporting event buzz, it’s that there’s nothing like X to capture key moments in real time. All signs point to X being the most monumental event ever.“
X says Six in 10 sports fans use X, “20% more than any other platform.”But that logic is a bit murky when you consider that Facebook, for example, has roughly six times as many users.
What X means is that they have a high percentage of sports fans among their user base, and they undoubtedly have a ton of embedded sports communities tied into the app for live, on-the-spot discussions about sporting events.
This is X’s biggest strength: while the app overall hasn’t seen user growth for a while (according to X’s own stats), it’s a key connector for live events, and sports in particular remain a popular topic of conversation. This puts X in a strong position with the Olympics, helping people keep up with the day-to-day happenings of the Games.
X has been particularly keen to highlight its evolving video ad offering, with four in five user sessions in the app now including a video. consumption.
“One of the most powerful ways brands can create more interactive and memorable video viewing experiences for their fans is through Amplify, X’s premium video service, which enables brands to run pre-roll video against official, brand-safe content from official broadcasters around the world, including NBCU and CBS Sports (US), GOAL and Hearst (UK/EMEA), RMC Sport, French Television (France), BeinSport (MEA), Globo (Brazil), Televisa (Mexico), Dentsu (Japan) and Nine Network (Australia).”
Depending on your audience and what you offer, this could be an important consideration, and X’s data analysis certainly has some key takeaways to look out for.
So should you use X ads? Of course, there are many considerations behind this, and many brands are still hesitant to pay for in-app promotion given changing approaches to moderation and the polarizing positions of some prominent owners.
Ultimately, it comes down to your own branding strategy, and what works best for your business. And if your audience is active on the app, it’s probably worth considering. And as X continues to modify its ad serving system, new opportunities may arise in its offerings.
